Shelly-Anne Li is the VP of clinical research and operations at Sound Options Tinnitus Treatments Inc. As a research methodology consultant for various projects, she brings expertise in health research methods, as well as experience from conducting multi-site randomized controlled trials, mixed methods studies and qualitative research. Shelly-Anne Li is currently a PhD candidate at University of Toronto, and obtained her MSc (health sciences) from McMaster University.
According to ATA, The American Tinnitus Association, 45 million Americans are struggling with tinnitus. In Germany the “Deutsche Tinnitus-Liga” estimates that 19 million Germans have experienced tinnitus, and that 2,7 million Germans have persistent tinnitus, of which 1 million have very severe tinnitus. The British Tinnitus Association estimates that 10% of the UK population suffers from tinnitus.  Read more about the prevalence of tinnitus.

Standard masking devices help to mask the sound of tinnitus while you are using them, but they have no long-lasting effects. Modern medical-grade devices use customized sounds tailored specifically to your tinnitus. Unlike regular sound machines, these devices are only worn intermittently. You may experience benefits long after the device is turned off, and over time, you may experience long-term improvement in the perceived loudness of your tinnitus.


Counseling helps you learn how to live with your tinnitus. Most counseling programs have an educational component to help you understand what goes on in the brain to cause tinnitus. Some counseling programs also will help you change the way you think about and react to your tinnitus. You might learn some things to do on your own to make the noise less noticeable, to help you relax during the day, or to fall asleep at night.
Some patients question the value of treatments that fall short of an absolute cure. ATA believes patients should do everything possible to lessen the burden of tinnitus until a definitive cure is found. An appropriate analogy may be the use of ibuprofen for a headache. Ibuprofen itself does not cure the underlying cause of most headaches, but it does reduce the pain that makes headaches feel so awful. Likewise, the most effective tinnitus treatment tools address the aspects of tinnitus that so often make the condition feel burdensome: anxiety, stress, social isolation, sound sensitivity, hearing difficulties, and perceived volume.
Some people experience a sound that beats in time with their pulse, known as pulsatile tinnitus or vascular tinnitus.[40] Pulsatile tinnitus is usually objective in nature, resulting from altered blood flow, increased blood turbulence near the ear, such as from atherosclerosis or venous hum,[41] but it can also arise as a subjective phenomenon from an increased awareness of blood flow in the ear.[40] Rarely, pulsatile tinnitus may be a symptom of potentially life-threatening conditions such as carotid artery aneurysm[42] or carotid artery dissection.[43] Pulsatile tinnitus may also indicate vasculitis, or more specifically, giant cell arteritis. Pulsatile tinnitus may also be an indication of idiopathic intracranial hypertension.[44] Pulsatile tinnitus can be a symptom of intracranial vascular abnormalities and should be evaluated for irregular noises of blood flow (bruits).[45]
Atherosclerosis. With age and buildup of cholesterol and other deposits, major blood vessels close to your middle and inner ear lose some of their elasticity — the ability to flex or expand slightly with each heartbeat. That causes blood flow to become more forceful, making it easier for your ear to detect the beats. You can generally hear this type of tinnitus in both ears.
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